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The power of controversy: the role of brand loyalty
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Orientador(es)
Resumo(s)
Consumers are increasingly pressuring brands to take a stand on sociopolitical issues. Since the
underlying risks and benefits for companies have not yet been thoroughly researched, managers
do not want to risk alienating consumers who disagree with their position. This study
hypothesizes that brand loyalty mitigates the negative effects of controversy when people
disagree with the brand’s statement. The results did not reveal a significant effect of brand
loyalty on purchase intention when people oppose their opinion. However, it was confirmed that
loyal consumers have higher purchase intentions compared to non-loyal ones for both
controversial and non-controversial brand statements.
Descrição
Palavras-chave
Consumer behavior Controversial brands Controversy Brand loyalty Purchase intention